A new study appearing in the May issue of Addictive Behaviors finds that 18- to 19-year-old college students who view the White House’s anti-marijuana TV ads develop more positive attitudes towards marijuana than those who do not view the ads. The researchers warn that, “exposure to anti-marijuana advertising might not only change young viewer’s attitudes to more positive toward the substance, but also might directly increase risk of using marijuana.”

Over the last five years, the Bush Administration has wasted hundreds of millions of dollars on anti-marijuana TV and print ads that researchers, drug war critics and taxpayer groups say are ineffective at best and harmful at worse. Numerous studies have found that the controversial ads, which range from comparing marijuana users to terrorists to claiming that marijuana will make you crazy, have had no impact on marijuana use.

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The authors of the study, entitled “Explicit and implicit effects of anti-marijuana and anti-tobacco TV advertisements,” speculate that, by using inaccurate and exaggerated fear-based arguments that are not consistent with the prior knowledge of viewers, the government may be creating a “boomerang” effect that enforces attitudes opposite to those intended by the campaign’s creators. Previous research came to similar conclusions.

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Five government evaluations of the media campaign’s effectiveness in preventing and reducing drug use have found it ineffective. None have found it effective.

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A May 2002 study of the program overseen by the National Institute on Drug Abuse found that the media campaign may be backfiring by increasing marijuana use among certain youth, especially teenage girls.

In a bulletin on government waste, Taxpayers for Commonsense urged the U.S. House Government Reform Committee to eliminate the Media Campaign noting, “The White House’s Office of National Drug Control Policy (ONDCP) has spent more than $1 billion on an anti-drug ad campaign whose only measurable effect has been that the ads may cause some teens to smoke more dope.”
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Last year the Republican Study Committee, which is composed of the most conservative Republicans in Congress, called for terminating the program in their “Operation Offset” report. The RSC found that, “There is no solid evidence that media campaigns are effective in either preventing or reducing the use of illegal drugs.”

“I don’t know what’s more outrageous; that our government wastes hundreds of millions of dollars on ineffective ads calling marijuana smokers terrorists, or the fact that the White House ignores study after study that shows that their drug control strategy is misguided and unsuccessful, yet it continues to fund this unproductive ad strategy,” Piper said.